Museums Victoria

VERSA was engaged by Museums Victoria to deliver a Digital Customer Experience (DCX) Vision for 2022-2025.

The scope of the project was to articulate a simple, streamlined, and contemporary digital journey through extensive internal and external research.

Strategy

Blueprinting

Design

See it in action

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At a Glance

A data-led digital customer experience strategy for Museums Victoria venues, converting once-off visitors into lifelong fans by creating, facilitating and maintaining wonder.

Customer and stakeholder research
Detailed customer experience maps
Online browsing and booking mockups

Product strategy and horizons roadmap
Future-state customer experience maps
Experiential digital concepts for MV venues

The challenge

Post-covid digital surge

Due to the COVID-19 pandemic and changing restrictions to on-site visitors, Museums Victoria was facing an unprecedented increase in website visitors. Across their three venues, online ticket sales had surged to nearly 90% of overall ticket sales at peak times and was showing no sign of slowing down.

This significant increase in website traffic was putting strain on their website ecosystem, which was experiencing early signs of technical debt as a result of ageing ticketing and e-commerce technologies.

How can we deliver an aspirational digital vision for Museums Victoria and its three distinct venues?

The solution

Total customer immersion

Venue immersion
Stakeholder engagement
Robust archetypal research
Detailed experience mapping

Our approach to the project was simple: fully immerse ourselves in the current visitor experience to develop the authority to advise on a future-state vision for Museums Victoria.

By planning, booking, and experiencing each venue, running a series of targeted workshops with museum staff members, and conducting over 30 hours of one-to-one user interviews, we developed an intimate understanding of the opportunity areas across the customer journey.

These learnings were used to form the basis of a strategic report, which also introduced an aspiration vision and phased digital roadmap. As a call-to-arms for the whole organisation, the DCX vision was designed to be understood and actioned by everyone.

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Delivering wonder

Online experiences

As part of the new DCX Vision for Museum Victoria, we presented high-level concepts to demonstrate how personalisation could be achieved through the booking process. This was the first opportunity we identified for creating wonder, helping potential visitors curate their experience based on basic guest information.

Service efficiencies

Visitor Engagement Officers (VEOs) offer a wealth of knowledge and expertise that can greatly enhance the in-venue experience for visitors. As part of our strategic vision, we explored the possibility of portable technologies that could dispatch VEOs to hotspot areas, alleviating them from low-value operational tasks.

Immersive interactions

The detailed current-state journey maps identified a number of 'surprise and delight' moments throughout the visitor experience. As a value-add to the initial scope of work, we developed an 'idea playground' to showcase the application of targeted immersive technologies to enhance the in-venue experience.

The Results

From linear to loyalty

A Digital Customer Experience (DCX) Strategy that outlined an aspirational vision and detailed digital roadmap for Museums Victoria and it's associated venues.

Affectionately referred to as 'The Bible' by Museums Victoria staff, our strategy team demonstrated the value of converting once-off visitors into lifelong fans through the implementation of modern digital solutions and emerging technologies.

To help overcome internal challenges, the team also designed a litmus test to ensure new projects aligned to the overarching DCX vision. This simple exercise ensured that Museums Victoria could tie digital projects and initiatives to clear customer experience goals.

We delivered the final strategy in January 2022. Since that time, we've been pleased to see Museums Victoria taking decisive action towards it's new vision, kicking off a number of digital projects aimed at driving repeat visitation.